吴水龙. 品牌激活策略[J]. 南昌航空大学学报(社会科学版), 2008, 10(1): 40-45.
引用本文: 吴水龙. 品牌激活策略[J]. 南昌航空大学学报(社会科学版), 2008, 10(1): 40-45.
WU SHui-long. The Strategies for Brand Revitalization[J]. JOURNAL OF NANCHANG HANGKONG UNIVERSITY(SOCLAL SCIENCES), 2008, 10(1): 40-45.
Citation: WU SHui-long. The Strategies for Brand Revitalization[J]. JOURNAL OF NANCHANG HANGKONG UNIVERSITY(SOCLAL SCIENCES), 2008, 10(1): 40-45.

品牌激活策略

The Strategies for Brand Revitalization

  • 摘要: 品牌老化的本质在于其品牌资产的下降,品牌老化也是品牌长期管理中一个不容忽视的问题,品牌激活是解决这一问题、增加品牌资产的主要路径.本文在对品牌激活文献回顾的基础上,主要基于内部品牌管理的角度.从品牌元素激活、品牌体验创新、强化公司品牌和品牌联盟四个方面提出了应对品牌衰退、老化的激活策略.

     

    Abstract: The essence of brand aging lies in the decrease of brand property.Brand aging is a problem which can not be neglected in its long term management and brand revitalization is the main approach to solving the problem and increasing the brand property. This paper,based on internal brand management and complete literature review of brand revitalization,puts forward the relative strategies to revitalize aging brand from the perspectives of brand element revitalization,brand experience innovation,corporate brand reinforcement and brand alliance.

     

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